Most SUVs and trucks may never leave the pavement, but for those that do, Toyota is going to bundle popular wheel, tire and suspension gear. The new TRD Pro packages are for 2015 4x4 Tundras, Tacomas and 4Runners like this. less

Most SUVs and trucks may never leave the pavement, but for those that do, Toyota is going to bundle popular wheel, tire and suspension gear. The new TRD Pro packages are for 2015 4x4 Tundras, Tacomas and ... more

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The redesigned 2014 Toyota Tundra is unveiled at the Chicago Auto Show Thursday, Feb. 7, 2013.

The redesigned 2014 Toyota Tundra is unveiled at the Chicago Auto Show Thursday, Feb. 7, 2013.

Photo: Charles Rex Arbogast, Associated Press

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2013 Toyota Tundra

2013 Toyota Tundra

Photo: CUATE SANTOS, Courtesy Photo

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2012 Toyota Tundra

2012 Toyota Tundra

Photo: Courtesy Photo

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2011 Toyota Tundra

2011 Toyota Tundra

Photo: Courtesy Photo

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2010 Toyota Tundra

2010 Toyota Tundra

Photo: David Dewhurst, Courtesy Photo

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2009 Toyota Tundra

2009 Toyota Tundra

Photo: Toyota, Courtesy Photo

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2008 Toyota Tundra

2008 Toyota Tundra

Photo: David Zalubowski, Courtesy Photo

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2007 Toyota Tundra

2007 Toyota Tundra

Photo: COURTESY PHOTO, Courtesy Photo

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2006 Toyota Tundra

2006 Toyota Tundra

Photo: G. Chambers Williams III, Courtesy Photo

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2005 Toyota Tundra

2005 Toyota Tundra

Photo: David Dewhurst, Courtesy Photo

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2004 Toyota Tundra

2004 Toyota Tundra

Photo: Courtesy Photo

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2003 Toyota Tundra

2003 Toyota Tundra

Photo: G. CHAMBERS WILLIAMS III, Courtesy Photo

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Toyota Tundra: An economic engine is retooled

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CHICAGO — Toyota debuted its shiny new Tundra full-size pickup — redesigned for the first time in six years — at the Chicago Auto Show on Thursday.

The Japanese automaker showcased the truck's tougher, squared-off look, with a bold grille and more aerodynamic exterior. It also features a more comfortable interior and a long list of practical and luxury features, such as a blind spot monitor and a standard backup camera.

Toyota's assembly plant on San Antonio's South Side produces all Tundras.

But for all the modifications and add-ons, the company failed to surprise many of the analysts who are influential in building buzz — or not — for manufacturers' new or made-over vehicles.

However, with five versions, including two new premium editions, Visnic said the 2014 Tundra could help the Japanese automaker appeal to the so-called lifestyle buyers who have yet to return in large numbers to the high-end truck market.

“I'm sure that's one of (Toyota's) goals,” he said. “But I just think that lifestyle buyer will be slow to come back ... in significant numbers.”

The analyst noted: “It just goes to show how hard it is to move customers off their preferred brand.”

The manufacturer didn't announce the price, but said the new Tundra should arrive in dealerships this September, with production starting in August.

When Toyota last revamped the pickup, the company trumpeted it as a game-changer that would cut into Detroit's dominance of the U.S. truck market.

But the Tundra's annual market share never topped 9 percent, in part because of the economic recession that hurt all automakers — but especially truck makers.

Still, the Tundra has made some gains against its competitors recently.

Last year, Toyota sold 23 percent more of the pickup compared to 2011, leading the other large truck manufacturers. Chrysler, with its RAM pickups, came in second with a 17 percent year-over-year sales increase.

At 101,621 units sold, the Tundra only captured 6.1 percent of the large pickup market in 2012, and Toyota doesn't expect to increase that share.

“We're very comfortable with what our volume is in that segment,” Jim Lentz, Toyota's U.S. sales chief, said last month.

Analysts had predicted Toyota would keep pace with rivals' drive for improved fuel efficiency. But a Toyota executive said the new Tundra probably would have the same fuel tank capacity, at 26.4 gallons, and the same gas mileage as the current Tundra, which is about 18 to 20 miles per gallon on the highway.

General Motors, meanwhile, is offering more powerful and efficient motors with its new Chevrolet and GMC full-size pickups, which go on sale in the spring. And at last month's Detroit auto show, Ford gave a sneak preview of a new F-Series truck — due out next year — that the company says will weigh far less, resulting in improved fuel economy.

Bill Fay, group vice president and general manager of the Toyota brand, acknowledged the full-size truck market has some of the highest levels of customer loyalty — a hurdle to relative newcomers looking to snatch up market share.

But “in today's market, some are taking the opportunity to change brands,” he said. “We've also seen more segment switching as people switch from SUVs and cars to the unique capabilities and increasing comfort of full-size pickups.”

Fay also noted truck sales have started rising as the economy recovers from the Great Recession, with total sales reaching 1.2 million last year. He expects that number to grow to 1.8 million by 2015.

Greater profits will accompany those sales increases, contributing to the Big Three's zealous defense of their pickup truck turf. Big pickups make up nearly 30 percent of Ford's U.S. sales and almost a quarter of GM's.

With high price tags and lots of features, companies make $5,000 to $10,000 per truck, said Jeff Schuster, senior vice president of forecasting for LMC Automotive, an industry consulting firm.

He said Toyota won't be able to take sales from Chrysler, Ford and GM.

“They'll be a part of the recovery,” Schuster said. But “I don't see them capturing any share from the Detroit guys.”